Opera woos younger audiences in trendy warehouse district
Palm Beach Opera usually goes on hiatus during the summer. It might host a patron event or two, but its public programs have been confined to the season — which for the opera starts in December and wraps up in March.
But not this year. This Friday, the company continues its Summer Opera Nights, a three-concert series at Elizabeth Ave Station in West Palm Beach’s trendy warehouse district.
Elizabeth Ave Station — or “The Station” for those in the know — bills itself as an event-driven marketplace for artisans, unique merchants and creative businesses, and a gathering place for likeminded patrons.
Its more than 20 vendors include Rust & Wax, specialists in vinyl records; Article 80, a print design house; and Unicorns Love Sugar Moonbeams, featuring handcrafted crystal jewelry and decor.
The Station hosts monthly concerts as well as open mic and comedy nights, art workshops, yoga classes, petting zoos and themed evenings such as the July 26 Bikes and Mics for motorcycle fans.
“Events are a big part of our brand, voice and culture,” said owner Danielle Mitchell Zelaya.
Today’s retailers focus more on offering customers an experience than simply ringing up sales, she said.
“When there’s music and they enjoy the atmosphere, it doesn’t feel like we’re just forcing products down their throats.”
The idea for a summer series grew out of the opera’s success with the Happy Hour Series it introduced last season at Emko in
West Palm Beach, Managing Director David Walker said.
Like many arts groups, the opera is creating programs designed to meet new potential audience members in more casual environments where they’re already comfortable.
“It’s really about associating a different type of great time with opera,” Walker said.
When the company went shopping for a summer venue to tap into a younger, year-round population, “we saw the excitement around the warehouse district,” he said.
Nearby, the Norton Museum is holding programs during its temporary closing at Grandview Public Market.
The Happy Hour Series, which will resume next season at various venues, featured the opera’s young artists singing selections from upcoming operas.
The young artists aren’t here during the summer, so the company turned to Margate-based bass-baritone Neil Nelson, who has performed in its “Macbeth” as well as family productions of “The Barber of Seville” and “La Fille du Regiment.”
Besides being a fine singer, “he’s personable and charming,” Walker said.
Nelson might stroll around The Station, singing in its courtyard or indoor stage, he said.
That’s fine with him, Nelson said. “I love being involved with the audience.” In addition to opera hits, the singer might toss in some tunes from Frank Sinatra or old-school Broad- way show songs, he said.
The events will be held from 6 to 10 p.m. Each will have an opera theme — Behind the Scenes at the Opera on Friday, and Cocktails & Cuisine in Opera on Sept. 28.
Plans call for Nelson to give a performance each hour. Games, children’s activities, drinks and food trucks will add to the attractions.
Admission to the events, which are underwritten by Olive and Michael Schaeffer of West Palm Beach, is $10 for adults, $5 for students and free for children younger than 12. The price includes one drink.